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LEOMINSTER -- Hard work and maintaining positivity have been two of Alex and Ani's biggest ingredients for success, according to Madison Malloy, the company's director of human resources.

Speaking Wednesday at the monthly meeting of the North Central Massachusetts Chamber of Commerce Executive Women's Network, Malloy told the story of how the Cranston, R.I.-based jewelry company was created in 2004 by founder, Creative Director and CEO Carolyn Rafaelian after she had her three daughters -- Alex, Ani and Olivia.

The first store was opened in Newport, R.I., in 2009, Malloy said, and was still the only store when she joined the company in June 2010. Now, she said, the company has 40 stores, sells its products in 30 locations internationally and has more than 1,000 employees.

"It has been an exciting ride," Malloy said.

"Between 2010 and 2012, Alex and Ani started making $4.5 million a year, and then went to an $80 million company," said Kelli Rooney, interim director of external affairs & marketing at HealthAlliance Hospital, who interviewed Malloy. "And this year, they're slated to make over $200 million."

Malloy said the "pure volume" of the products being sold has allowed the company to keep prices affordable while keeping all of its products made within the U.S.-- which is assisting in revitalizing manufacturing in Rhode Island and across New England and giving back to local economies.

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Malloy portrayed Rafaelian as a boss who is constantly challenging her and other employees, always wanting to take ideas to the next step, as well as a boss that stays connected to workers at all levels and takes time to talk with them individually.

She also pointed to the marketing and digital strategies instituted by former CEO Giovanni Feroce -- who according to the Providence Journal left the company last month due to a disagreement with Rafaelian over the pace of the company's growth -- that took Alex and Ani from a small business to a multimillion-dollar venture.

The company's Charity by Design partnerships have also helped immensely, Malloy said. Alex and Ani offers 40 charm bracelets, of which 20 percent of their proceeds go to various charities. In 2013, the company donated $2.4 million to charity alone, she said.

Malloy said that while Alex and Ani is known for its jewelry, its products are much more than bangles and charms.

"It's really a vehicle to pass our message of positive energy," she said.

Positive intent and meticulous symbol research go into each piece, Malloy said. The emotional connection each person has with each symbol feeds that positive energy back into it, she said.

She said the company will next venture into candles, and will eventually offer handbags, belts, shoes, home goods and many other items, to really create "a lifestyle brand."

Monique Tremblay, integrated marking communications strategist for HealthAlliance Hospital, said she has always had a passion for Alex and Ani and its achievements.

"After coming here and listening to Madison, I just felt really empowered and inspired by the company, and for me to go out there and give 100 percent in everything that I do every day," she said. "So it's really impacted me both professionally and personally, listening to her and how the company has grown so much."

Stephanie Pandiscio, a Realtor with Foster-Healey Real Estate, said she found Malloy to be "very inspirational."

"She's just so positive about everything," she said. "If you have any doubt, listening to her makes you really want to move forward and pursue what you have for dreams."

Lisa Thomann, mortgage originator at Fidelity Bank, said she couldn't imagine doing everything Rafaelian did and growing her company the way she has, all after having three children.

"It sounds like they've never held themselves back," she said.

The luncheon, held at the DoubleTree by Hilton, was sponsored by HealthAlliance Hospital and the DoubleTree by Hilton.

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